“Most of the centers we approached were game to try this,” Dubin told the New York Post. “They are guys not a lot of people are reaching out to. We wanted to make something just for men; it’s aspirational, a way to get it done in one.”

Dubin, for one, can vouch for the comfortableness and effectiveness of the toilet paper.

“I’ve been using wet wipes for years,” the executive told the newspaper. “Its an enjoyable experience.”